I am also curious... Using my 6 month old umbp13" i've been getting under 4 hours just browsing this site and engadget... not using flash, no audio... im not really upset because it still lasts plenty long enough for most of my needs, but I am curious, anyone who has gotten a new battery, what were you experiencing and how did you go about getting a new one from apple? What is their procedure for determining if you "need" a new one?
Do the coconutbattery test to see your battery's health.
You say you are not using flash- but are you using a flash-blocker? There are flash ads on those sites. You should download Click2Flash, and then see what your battery life is.
The procedure will be similar to the OP's. You'll take your MBP to the Genius Bar, and they'll test your battery. If there's something wrong with it, I would guess that they would replace it.